Analiza uspješnosti poslovanja Zagrebačke pivovare d.o.o.

master's thesis

• Title (english): Business Analysis of Zagrebačka pivovara d.o.o.
• Author: Anamarija Matić
• Mentor: Ena Pecina (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Zagrebačka pivovara d.o.o je najveći proizvođač i distributer piva u Hrvatskoj. Njezini poslovni
dometi se vide i van države kroz stavke uvoze i izvoza kojima pridonosi stavkama proračuna.
Riječ je o poduzeću koje svake godine zapošljava sve veći broj ljudi i čiji dobitci razdoblja rastu
iz godine u godinu. Pivovara stvara jednu trećinu ukupnih prihoda pivarske indutrije sama i
apsolutni je lider na tom tržištu. Ima nekoliko nagrada za poslodavca godine i oglašavača godine
i veliku bazu lojalnih kupaca potrošača. Zato će se u ovom radu pružiti pregled svih pojedinih
komponenti poslovanja Zagrebačke pivovare, objašnjenja istih te razlozi uspješnog poslovanja
poduzeća. Analizirat će se se šire okruženje u kojem poduzeće posluje, njegov položaj u
industriji i glavni strateški čimbenici koji omogućuju ispunjenje ciljeva poslovanja. Kroz analizu
konkurentnih prednosti će se objasniti razlozi zbog kojih Zagrebačka pivovara drži mjesto vođe
u industriji pivara. Teorijski razrađene stavke će se upotpuniti analizom financijskih izvještaja i
financijskih pokazatelja pomoću koje će se pokušati saznati dublja struktura i profitabilnost
poslovanja. Na kraju će se pružiti kratak uvid u poslovanje dva najbliža konkurenta Zagrebačke
pivovare. Riječ je o poduzećima Heineken Hrvatska d.o.o. i Carlsberg Croatia d.o.o. Ukratko će
se usporediti osnovni elementi poslovanja sva tri poduzeća strateške grupe kako bi se dobio
jasniji uvid u funkcioniranje industrije i veličine Zagrebačke pivovare u istoj.

Abstract (english)

Zagrebačka pivovara d.o.o. is the largest producer and distributor od beer in Croatia. Its business
reach has also been seen outside of the boarders through import and exports of goods in which it
contributes to state budget. It is a company that has been employing an increasing number of
people every year and whose yearly profits have been growing each year. Zagrebačka pivovara
generates one third of the total revenues of the brewing industry in Croatia by itself, which
makes it an apsolute leader of the industry. It has got several employer of the year awards and
advertiser of the year awards. It also has a large customer base. Therefore, this paper will provide
an overview of all individual elements of its business, provide explanations of each of them and
of successful business operation. The macroeconomic environment will be analysed, as well as
position of the company in the industry and main strategic factors that enable fulfillment of
business objectives. The analysis of competitive advantages will provide reasons for leader
position that Zagrebačka pivovara holds in the industry. Theoretically elaborated items will be
supported with detailed analysis of official financial statements of the company and financial
indicators. They will provide more detailed information about company structure and
profitability. Finally, a brief insight into the business of the two of the closest competitors of
Zagrebačka pivovara will be provided. Those are Heineken Hrvatska d.o.o. and Carlsberg
Croatia d.o.o. The main elements of business of that strategic group will be briefly compared in
order to get a clearer insight into the functioning of the industry and the importance that
Zagrebačka pivovara has for it.

• Keywords: poslovna analiza; pivarska industrija; PESTLE analiza; Porterov model pet sila; lanac vrijednosti; održivi razvoj; VRIO model; financijski izvještaji; vertikalna analiza; horizontalna analiza; financijski pokazatelji
• Keywords (english): business analysis; brewing industry; PESTLE analysis; Porter’s 5 forces model; value chain; sustainable development; VRIO model; financial statements; vertical analysis; horitontal analysis; financial indicators
• Language: croatian
• URN:NBN: urn:nbn:hr:148:733047
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-29 11:51:36